Wish | Shop and Save

Discover affordable items for your home and life needs. Enjoy our money back guarantee, frequent discounts, flat rate shipping (select markets), and more.

Wish is a prominent cross-border e-commerce platform that has made a significant mark in the global online shopping landscape.
Founding and Development
Established in 2010 by engineers Peter Szulczewski and Danny Zhang, who previously worked at Google and Yahoo, Wish has its headquarters in Silicon Valley, USA, and its China headquarters in the CBD of Jing'an District, Shanghai. Initially starting as a software company, it underwent a transformation in early 2013 to enter the foreign trade e-commerce sector. In December 2020, Wish was listed on the Nasdaq, marking a major milestone in its development. A significant change occurred on February 12, 2024, when ContextLogic, the parent company of Wish, announced the sale of Wish to Qoo10 for approximately $173 million.
Operational Model
Functioning primarily as an intermediary, Wish connects buyers and sellers across the globe. Unlike some traditional e-commerce giants that hold inventory and handle direct shipping, Wish enables sellers to list their products on the platform without the burden of inventory management, and the platform earns revenue by taking a portion of each sale. Eighty-nine percent of the merchants on Wish are from China, which contributes significantly to the platform's diverse product range. In terms of payment processing, Wish collaborates with payment service providers to handle transactions, and it does not directly manage product returns.
Platform Features
Personalized Shopping Experience: Wish sets itself apart by offering a personalized shopping journey. Instead of relying solely on the traditional search bar format, it utilizes sophisticated algorithms to analyze user registration information, browsing history, and usage habits. This allows the platform to curate a personalized product feed for each user, similar to the way consumers browse products in physical stores. This focus on customization enhances the sense of exploration and novelty for users, increasing customer satisfaction and loyalty.
Mobile-First Focus: The platform places a strong emphasis on mobile shopping. Ninety-five percent of Wish's orders come from mobile devices, and it offers mobile versions for iPhone and iPad. The mobile app provides a user-friendly interface, featuring an infinite product feed and easy category browsing
. Users can also enjoy benefits such as daily deals, flash sales, and a daily login stamp reward system where seven visits can earn discounts of up to 50%
.
Affordable Pricing: One of Wish's key value propositions is its ability to offer a wide range of products at competitive prices. This affordability is achieved through direct relationships with manufacturers, a streamlined marketplace model, and the absence of inventory holding costs. Additionally, the platform offers flat-rate shipping, with $2.99 flat-rate shipping available for eligible items when spending $10, along with additional shipping promotions and discounts in select countries
.
User Base and Merchant Support
Wish has a global user base covering 100 countries, with a significant presence in North America and Europe. Its main users are price-sensitive consumers, particularly millennials and Gen Z, who are attracted by the platform's low-cost products and the excitement of finding unique items at bargain prices. For merchants, Wish implemented an invitation-only enrollment system in early 2022 and launched Wish Standards to provide growth opportunities for high-quality stores. It also adjusted its fee structure, changing from a one-size-fits-all commission model to a tiered system based on product categories, and revised the PB charging model to a CPC billing method while providing more data reports to merchants.
Trust and Safety
Wish attaches great importance to the trust and safety of its community. All merchants on the platform are required to comply with relevant laws, regulations, and Wish's Merchant Policies, and they are independently responsible for the compliance, safety, and quality of their products. Wish is also a signatory to the European Commission's Product Safety Pledge, and its Trust & Safety team actively monitors reports of unsafe products and takes appropriate actions such as removing such products from the platform. Furthermore, Wish offers a buyer protection promise, providing order status notifications throughout the purchasing process and secure payment options including credit/debit cards, PayPal, and Klarna
. It also provides 24/7 customer support through Wish Assistant to assist users with any order-related issues
.